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Beer - Brazil - July 2016

“Apart from the economic crisis, which affects their pockets, consumers are worried about health issues. Providing more information about responsible drinking as well as nutritional information could be a way to get around such issues. Creating healthier beers might help introduce consumers who do not want to drink alcohol. Operators have to bear in mind that taste is essential.


Brazilians are also interested in beer aged in barrels, in a similar fashion to whiskey. Operators can take inspiration from that market to innovate and create whole new label.”
– Andre Euphrasio, Research Analyst

This report discusses the following key topics:

  • Boosting sales of low-/non-alcoholic beer
  • Craft beer is seen as confusing and overpriced

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Table of contents

  1. Overview

    • What you need to know 
      • Products covered in this report
        • Excluded
          • Terms
          • Executive Summary

              • The market
                • Figure 1: Forecast of Brazil retail sales of beer, by value, 2011-21
              • Market drivers
                • Changes in taxes for beer
                  • The economy is going through a bad time
                    • Key players
                      • Ambev is still the market leader
                        • Figure 2: Value shares in the beer retail market, 2014 and 2015
                      • The craft movement is still increasing
                        • Beer focused on people leading healthier lifestyles
                          • The consumer
                            • Beer penetration reaches 57% of Brazilians
                              • Figure 3: Usage of types of beer either at home or out of home, May 2016
                            • Brazilians use supermarkets more than anywhere else to buy beer
                              • Figure 4: Locations for buying beer, May 2016
                            • 18% of beer drinkers would pay more for beer aged in barrels
                              • Figure 5: Features consumers would pay more for in a beer, May 2016
                            • Brands will do well combating drunk driving
                              • Figure 6: Attitudes toward beer, any agreement, May 2016
                            • What we think
                            • Issues and Insights

                              • Boosting sales of low-/non-alcoholic beer
                                • The facts
                                  • The implications
                                    • Figure 7: Low-/no-alcoholic beer with fruit juice, worldwide
                                  • Craft beer is seen as confusing and overpriced
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Value sales of beer continuing to go up
                                          • Changes in taxes for beer
                                          • Market Size and Forecast

                                            • Worldwide beer market
                                              • Market performance
                                                • Figure 8: Retail sales of beer in Brazil, by value, 2011-15
                                                • Figure 9: Retail sales of beer in Brazil, by volume, 2011-15
                                              • Segment performance
                                                • Figure 10: Retail value sales of beer, in R$ billion, 2014-15
                                                • Figure 11: Retail volume sales of beer, in billion liters, 2014-15
                                              • Forecast for the beer market
                                                • Figure 12: Forecast of Brazil retail sales of beer, by value, 2011-21
                                                • Figure 13: Forecast of Brazil retail sales of beer, by volume, 2011-21
                                            • Market Drivers

                                              • Increased taxes for beer
                                                • Cheaper taxes for microbreweries
                                                  • Aging population
                                                    • Healthier lifestyles can decrease consumption
                                                      • The Brazilian economy is struggling
                                                        • Inflation does not show signs of slowing down
                                                          • Figure 14: IPCA monthly change, by percentage, January 2014-May 2016
                                                        • Brazil’s jobless rate rises to 11.2%
                                                        • Key Players – What You Need to Know

                                                          • Ambev is still easily the market leader
                                                            • Beer for athletes
                                                            • Market Share

                                                              • Ambev holds the market leadership with 70.6% market share by value
                                                                • Grupo Petrópolis enjoy the highest growth
                                                                  • Brasil Kirin suffering great losses
                                                                    • Figure 15: Value shares in the beer retail market, 2014 and 2015
                                                                    • Figure 16: Volume shares in the beer retail market, 2014 and 2015
                                                                  • Craft beer booming in Rio de Janeiro
                                                                    • Advertising and promotional activities
                                                                      • Using technology to match customers
                                                                        • Women also enjoy soccer
                                                                          • Recycling for cash
                                                                            • Using beer packaging to help homeless dogs
                                                                            • Who’s Innovating?

                                                                              • Beer focused on athletes
                                                                                • Figure 17: Skol’s Ultra, Brasil, October 2015
                                                                              • German Erdinger tap into sports beer drinking occasion
                                                                                • Figure 18: Erdinger Weissbräu alcohol free beer, various markets
                                                                              • Schin packaging gets revamped
                                                                                • Figure 19: Schin, Brazil, February 2016
                                                                              • Kaiser Radler gets a new flavor
                                                                                • Figure 20: Kaiser Radler tangerine flavor, Brazil, December 2015
                                                                              • Brewers from other countries also innovate with fruit juice to flavor beer
                                                                                • Figure 21: Beer with fruit juice content, worldwide
                                                                            • The Consumer – What You Need to Know

                                                                              • Beer penetration stands at 57%
                                                                                • Main reason for not drinking beer is linked to health issues
                                                                                  • Supermarkets are the mains location to buy beer
                                                                                    • Beer aged in barrels can be linked to premiumization
                                                                                      • Brands should act on drunk driving
                                                                                      • Usage of Beer

                                                                                        • Beer penetration slightly increases to 57%
                                                                                          • Figure 22: Usage of any type of beer either at home or out of home, by age and gender, May 2016
                                                                                        • Standard beer still dominates the market
                                                                                          • Figure 23: Usage of standard beer either at home or out of home, by age and gender, May 2016
                                                                                        • Premium beer
                                                                                          • Figure 24: Usage of premium beer either at home or out of home, by age and gender, May 2016
                                                                                          • Figure 25: Bohemia’s 838, Brazil
                                                                                        • Low-/no-alcoholic beer is consumed by 7%
                                                                                          • Figure 26: Usage of low-/no-alcoholic beer either at home or out of home, by age and gender, May 2016
                                                                                          • Figure 27: Low-/no-alcoholic beer with minus claims, worldwide
                                                                                        • Craft beer operators need to up their game
                                                                                          • Food pairings invite consumers to savor the flavors
                                                                                            • Figure 28: Beer with food pairing suggestions, worldwide
                                                                                            • Figure 29: Usage of types of beer either at home or out of home, May 2016
                                                                                        • Reasons for not Drinking Beer

                                                                                          • Health concerns are the main reason for not drinking beer
                                                                                              • Figure 30: Beer with health benefits, worldwide
                                                                                            • Non-alcoholic beer brands need to revamp their flavors
                                                                                              • Figure 31: Reasons for not drinking beer, May 2016
                                                                                          • Locations for Buying Beer

                                                                                            • Supermarkets remain the most popular place to buy beer
                                                                                                • Figure 32: Locations for buying beer, in-store, May 2016
                                                                                              • 68% of beer drinkers buy from venues
                                                                                                  • Figure 33: Locations for buying beer, venue, May 2016
                                                                                                • Online sales are still done by a minority
                                                                                                  • Figure 34: Locations for buying beer, online, May 2016
                                                                                                  • Figure 35: Locations for buying beer, May 2016
                                                                                              • Beer Attributes

                                                                                                  • Beer aged in barrels can be attractive
                                                                                                      • Figure 36: Beer aged in barrels, worldwide
                                                                                                    • 12% would pay more for limited/seasons editions as well as Brazilian ingredients
                                                                                                      • Figure 37: Beer flavored with Brazilian ingredients
                                                                                                    • Fresh beer
                                                                                                      • 9% would pay more for a beer blended with spirits
                                                                                                        • Figure 38: Beer blended with spirits, worldwide
                                                                                                        • Figure 39: Features consumers would pay more for in a beer, May 2016
                                                                                                    • Attitudes toward Beer

                                                                                                      • Consumers want brands to act on drunk driving
                                                                                                        • Getting inspiration from other markets
                                                                                                          • Using social media to reach out beer drinkers
                                                                                                            • Beer subscription can help expand craft beer to more ‘remote’ regions
                                                                                                              • Using packaging to attract consumers
                                                                                                                  • Figure 40: Packaging using famous characters, Brazil
                                                                                                                  • Figure 41: Beer with creative graphical designs, worldwide
                                                                                                                  • Figure 42: Attitudes toward beer, any agreement, May 2016
                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                  • Figure 43: Retail value sales for beer, 2011-21
                                                                                                                  • Figure 44: Retail volume sales for beer, 2011-21
                                                                                                                  • Figure 45: Additional best case/ worst case for value
                                                                                                                  • Figure 46: Additional best case/ worst case for volume
                                                                                                              • Appendix – Methodology and Definitions

                                                                                                                • Fan chart forecast
                                                                                                                  • Abbreviations & definitions

                                                                                                                  Companies Covered

                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                  Beer - Brazil - July 2016

                                                                                                                  £3,174.67 (Excl.Tax)